Personalising Your SMS Marketing
What exactly is personalisation? Does it simply mean adding a first name to your SMS marketing messages? Or is it more than that? You’ve probably guessed – it’s way more than that.
Using people’s names in marketing is great. It does provide a certain level of personalisation that can get people more interested in what you’re sending them. Of course in text messaging, you don’t always have the room for a name, your message, and the required opt out information … usually there just isn’t enough room. So how can you make your marketing messages personal?
Find out about the people on your list. Who are they, what do they buy from you, what services of yours do they use, how old are they, do they have kids? Figure out what questions would be helpful to have answered given your business or organisation so you can create a personal message. One easy way is to know someone’s birthday. That’s one personal message you can send each year. You probably want to market to them more than that though, so get the answers to all those questions you just thought up.
Here is an example. You run a travel agency that books trips all over the world for all types of people. But are those people who go to the Caribbean every spring interested in going to Iceland instead? Maybe. But you know they would be interested in an early booking special for 10% holiday packages to the Caribbean with travel dates during the spring. Those people would consider that a personal message from you, their travel agent. You know they like to spend spring walking the warm sandy beaches and snorkelling in the bright blue waters. Use whatever information you have about your clients’ past trips to personalise offers for their next trip. It’s the content, and the intention, that’s personal in this type of marketing message.
Another example comes from a study done in the US by the American Academy of Pediatrics. The study evaluated how text reminders for vaccinations could help improve the timeliness of immunisations. They discovered that children were 27% more likely to be immunised if the parent received a text reminder that included the date the doses were due. Dr. Stockwell, who led the study, commented that people in the study liked getting the texts because it made them feel the doctor’s office cared about them. The messages were personalised to each child’s information, which in turn proved to the parents that the doctors were really concerned about their children.
If you can make the people on your list feel as though you care about them, know them, or are at least interested in them, your marketing will be much more successful. Go ahead. Give it a try and see how much better you do compared to generic marketing messages.
To learn even more how to get the best out of your marketing read our “Mobile Marketing Guide“.
In marketing, everyone wants to be more influential and persuasive in order to build loyalty and return custom. To gain the highest ROI, businesses want their marketing campaigns to speak to every individual in such a way that makes them feel connected and yet, with every will in the world, an SMS marketing campaign is only going to achieve this high conversion and success if it manages to tap into consumer psychology.
Getting to grips with the underlying psychology of how audiences react both consciously and subconsciously to your message is key to achieving the maximum effect in any type of marketing. All kinds of things come into play with different media, from colours and shapes to images and videos. Even the way things move can have a powerful effect on a viewer. Unlike many other forms of marketing, however, SMS marketing is unique in that the only tool you have is words - and not many of them. But armed with a basic knowledge of consumer psychology, 456 characters is more than enough to get the desired effect. In this article, we present our six top tips to take advantage of the psychology of SMS messaging.
Here's some ideas on what you can do to help your SMS campaigns to do better. Use the following checklist to see if you’re using all your possible channels.
Whilst some businesses still offer physical sales, many companies have an online presence as well. Whether they trade solely on the internet or maintain physical stores, it’s vital for businesses to cater for online customers. In order to increase sales and turnover, companies rely on a range of marketing methods, such as offline advertising or digital promotions. Whilst these can be effective, many businesses are overlooking the potential of SMS marketing.
You’ve probably seen many SMS opt in messages. They’re usually short little blurbs on websites, flyers, TV ads and many other places. You might have even heard one on the radio. They’re so simple, it doesn’t seem it would take a lot of time to make them right?
Marketing messages, whether in print or electronic have many parts to them. In the beginning there’s the hook that entices someone to continue reading, and near the end is the call to action. That’s where you make it clear what you want someone to do after reading the message. There are many parts in between these two, but these are, arguably, the two most important.
You worked hard to get those customers on your SMS marketing list. But now they are unsubscribing like crazy, or maybe just no longer responding to your messages. What happened? Maybe you’ve committed one of the following common, but easy to fix, errors that can completely drive your customers away.
Whilst social media has gained the attention of many small businesses as a marketing technique, SMS marketing has become a highly beneficial way of keeping your customers and clients close and building solid working relationships. According to research, 90% of text messages are read within three minutes, meaning SMS marketing shouldn't be overlooked when it comes to your advertising and customer service strategies. SMS marketing may be an ideal tactic for your business marketing, so here's a list of what to do and what not to do to ensure you're making the most of your campaign.